Customer Satisfaction Survey : Case: Advertising & Graphic Design Agency X
Pihlaja, Justus (2017)
Laurea-ammattikorkeakoulu
2017
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2017120419782
https://urn.fi/URN:NBN:fi:amk-2017120419782
Tiivistelmä
The objective of the research was to determine the degree of satisfaction perceived by the customers of Advertising & Graphic Design Agency X. In addition, the aim was to receive improvement ideas that could benefit the agency in increasing the satisfaction among the customers. Moreover, the research aimed to find out if there is something the customers are especially satisfied or dissatisfied with during their relationship with the agency in question.
The thesis discusses the theoretical framework of customer satisfaction defining the concepts of customer satisfaction, customer expectations and needs – and takes a peek to the history of customer satisfaction studies, their advantages and disadvantages in brief. The research methodology is introduced in general by elaborating the key concepts of qualitative, quantitative and mixed methods – and comparing them as well as their use.
In this thesis quantitative research method was chosen to be able to quantify the problem by way of generating numerical data or data that could be transformed into useable statistics. The questionnaire-based survey was chosen as it would allow the customer to fill the questionnaire according to her/his own timetable. In addition to close-ended, coded questions which could be analyzed numerically, there were open-ended questions where the customer could broaden the reply more in detail. So, the research method could be called mixed.
When analyzing the results, two important factors could immediately be seen. Firstly, the disproportion of women and men respondents: the customers were mostly women – and secondly, there was not significant difference between the degree of satisfaction: the customers were either very or fairly satisfied. For this reason the comparison had to be found in other variables like position, age, ownership, B2B or B2C etc.
When satisfaction with the quality of the work was compared with professional skills, both replies were within very/fairly satisfied. However, when asked whether the customer was ready to recommend the agency, one quarter of the respondents had not this intention. One reason was found when studying the price/quality ratio: the agency was considered relatively expensive by these respondents. Also some respondents hoped the agency would take the feedback better into account. The conclusions in detail will be reported to the agency for information as well as for necessary action for future activities concerning customer satisfaction.
The agency had never before conducted a customer satisfaction survey. On the recommendation of the writer, the agency has decided to conduct followups on a regular basis.
The thesis discusses the theoretical framework of customer satisfaction defining the concepts of customer satisfaction, customer expectations and needs – and takes a peek to the history of customer satisfaction studies, their advantages and disadvantages in brief. The research methodology is introduced in general by elaborating the key concepts of qualitative, quantitative and mixed methods – and comparing them as well as their use.
In this thesis quantitative research method was chosen to be able to quantify the problem by way of generating numerical data or data that could be transformed into useable statistics. The questionnaire-based survey was chosen as it would allow the customer to fill the questionnaire according to her/his own timetable. In addition to close-ended, coded questions which could be analyzed numerically, there were open-ended questions where the customer could broaden the reply more in detail. So, the research method could be called mixed.
When analyzing the results, two important factors could immediately be seen. Firstly, the disproportion of women and men respondents: the customers were mostly women – and secondly, there was not significant difference between the degree of satisfaction: the customers were either very or fairly satisfied. For this reason the comparison had to be found in other variables like position, age, ownership, B2B or B2C etc.
When satisfaction with the quality of the work was compared with professional skills, both replies were within very/fairly satisfied. However, when asked whether the customer was ready to recommend the agency, one quarter of the respondents had not this intention. One reason was found when studying the price/quality ratio: the agency was considered relatively expensive by these respondents. Also some respondents hoped the agency would take the feedback better into account. The conclusions in detail will be reported to the agency for information as well as for necessary action for future activities concerning customer satisfaction.
The agency had never before conducted a customer satisfaction survey. On the recommendation of the writer, the agency has decided to conduct followups on a regular basis.